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The essentials of good business writing

Good business writing is at the heart of successful marketing. Without it you will be at best, misunderstood, at worst, totally ignored. Follow these simple guidelines to ensure your business writing hits the spot.

Write the way you talk

Write readable sentences by writing the way you talk. There is a misconception that good business writing is complex and flowery. It is simply not true. The only people who can ignore this advice are lawyers by virtue of the fact that it is their intention to make everything more complex than it need be, especially as they are paid by the hour to explain to you what they have written!

Use ordinary words

Don’t try to be too clever; don’t use a long word where a short one will do.

Variety

Vary your punctuation and sentence length to add life and movement to your writing.

Use the personal pronoun

Use “I” or “we” wherever you can.

"Vary your punctuation and sentence length to add life and movement to your writing."

Make your point

Make your main point early and make it easy to find. Don’t introduce new ideas until you have thoroughly explained the first.

Intention

Make your purpose for writing clear. Say what you have found, address the issue or problem and make a recommendation or provide a solution. Tell the reader very clearly what you want them to do. Never make the assumption that the reader will make the mental leap between the information and what you want them to do about it.